Small-town market profile · Michigan
Big Rapids, MI area market data
Population, household spending and competition for 56 business types in the Big Rapids area, each scored against other small-town markets.
- Population, 2025
- 42,320
- +4.7% since 2020
- Households
- 16,708
- Median household income
- $60,951
- +35.4% vs. 2015–2019, before inflation
- Median home value
- $178,900
- Jobs located here
- 11,143
- Highest market score
- 74
- Sit-down restaurants, #48 of 538 scored small-town markets
A site report maps the competitors on map listings around any address in the Big Rapids area by name and distance, and the households and spending within reach. Or open the report at the center of the Big Rapids area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
An estimated 42,320 people live in the Big Rapids area, in 16,708 households. Population estimates put the population change in the Big Rapids area from 2020 to 2025 at +4.7%, faster than the U.S. (+3.1%). The median household income in the Big Rapids area is $60,951 a year, 25% below the U.S. median of $80,734. That rose 35.4% from the 2015–2019 survey, before inflation.
Set against the U.S., households in the Big Rapids area spend the most on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and the least on child care and other personal services (52).
The highest Groundwork market scores in the Big Rapids area are for sit-down restaurants (74), HVAC and plumbing companies (73) and auto repair and car care businesses (73). The Big Rapids area ranks #48 of 538 scored small-town markets for sit-down restaurants.
The Big Rapids area is made up of one county, Mecosta County. For its number of households, the Big Rapids area has the most map listings, relative to the U.S., for car washes and detailers (58% above the U.S. rate) and the fewest for spas and skin care studios (48% below the U.S. rate).
All 56 business types in the Big Rapids area
Highest Groundwork market score first. Each score compares the Big Rapids area with other small-town markets for that business type, from 0 to 100. Spending per listing divides a whole spending line (all vehicle repairs, all eating out) by one type’s listings: the demand for each competitor, not a business’s revenue. Compare it across markets with its index, where 100 is the U.S. figure for the same type; the real estate types, whose line is all housing costs, show the index only. How the score works.
| Business type | Score | Rank among small-town markets | Listings | Per 10k households | Spending per listing | Spending per listing vs. U.S. (100) | Official establishments |
|---|---|---|---|---|---|---|---|
| Sit-down restaurants | 74 | #48 of 538 | 61 | 36.5 | $912K | 137 | 25 |
| HVAC and plumbing | 73 | #35 of 476 | 7 | 4.2 | $5.7M | 120 | 4 |
| Auto repair and car care | 73 | #62 of 538 | 58 | 34.7 | $303K | 113 | 25 |
| Clothing and shoe stores | 72 | #86 of 536 | 15 | 9.0 | $1.9M | 150 | Under 3 |
| Gyms, studios and classes | 71 | #48 of 535 | 16 | 9.6 | $700K | 106 | 3 |
| Auto repair shops | 71 | #69 of 538 | 34 | 20.3 | $516K | 116 | 18 |
| Restaurants and cafes | 69 | #84 of 538 | 128 | 76.6 | $435K | 117 | 64 |
| Primary care and pediatrics | 69 | #89 of 458 | 11 | 6.6 | $1.9M | 106 | 13 |
| Clothing, shoes and laundry | 69 | #105 of 536 | 24 | 14.4 | $1.2M | 136 | Under 3 |
| Funeral homes | 68 | #76 of 365 | 5 | 3.0 | $482K | 71 | 3 |
| Chiropractors | 66 | #84 of 426 | 8 | 4.8 | $2.6M | 109 | 5 |
| Home repair trades | 66 | #87 of 526 | 17 | 10.2 | $2.3M | 97 | 7 |
| Physical therapy | 63 | #111 of 400 | 11 | 6.6 | $1.9M | 79 | 3 |
| Hair salons | 63 | #118 of 538 | 27 | 16.2 | $535K | 124 | 9 |
| Nail salons | 62 | #117 of 387 | 7 | 4.2 | $2.1M | 123 | Under 3 |
| Doctors, dentists and clinics | 60 | #175 of 538 | 118 | 70.6 | $177K | 116 | 40 |
| Spas and skin care | 59 | #151 of 504 | 10 | 6.0 | $1.4M | 165 | 4 |
| Salons, barbers and spas | 59 | #157 of 538 | 50 | 29.9 | $289K | 136 | 15 |
| Dentists and orthodontists | 58 | #193 of 526 | 15 | 9.0 | $1.4M | 141 | 14 |
| Fast food and sandwich shops | 58 | #205 of 537 | 22 | 13.2 | $2.5M | 83 | 28 |
| Grocery stores | 57 | #195 of 506 | 12 | 7.2 | $7.7M | 83 | 6 |
| Gas stations | 57 | #198 of 536 | 26 | 15.6 | $1.8M | 74 | 19 |
| Convenience stores | 57 | #211 of 529 | 15 | 9.0 | $6.2M | 78 | 5 |
| Grocery and convenience stores | 57 | #216 of 538 | 34 | 20.3 | $2.7M | 81 | 11 |
| Pizza | 55 | #211 of 520 | 15 | 9.0 | $3.7M | 73 | 28 |
| Bakeries and dessert shops | 54 | #213 of 507 | 12 | 7.2 | $4.6M | 112 | 10 |
| Car washes and detailing | 52 | #210 of 441 | 10 | 6.0 | $1.8M | 70 | Under 3 |
| Insurance agencies | 52 | #247 of 537 | 18 | 10.8 | $1.5M | 123 | 18 |
| Landscaping and lawn care | 51 | #179 of 399 | 9 | 5.4 | $2M | 69 | 8 |
| Gyms | 51 | #248 of 506 | 14 | 8.4 | $801K | 62 | 3 |
| Pet businesses | 49 | #296 of 527 | 23 | 13.8 | $517K | 59 | 5 |
| Collision repair and body shops | 48 | #211 of 387 | 8 | 4.8 | $2.2M | 71 | 6 |
| Lawn, cleaning and pest control | 46 | #273 of 481 | 15 | 9.0 | $1.2M | 72 | 13 |
| Optometrists and eye care | 45 | #250 of 400 | 9 | 5.4 | $2.3M | 74 | 5 |
| Coffee shops and cafes | 44 | #328 of 529 | 18 | 10.8 | $3.1M | 83 | 10 |
| Property management | 42 | #118 of 180 | 5 | 3.0 | Index only | 76 | Under 3 |
| House cleaning | 41 | #95 of 142 | 6 | 3.6 | $3M | 47 | 5 |
| Veterinarians | 41 | #262 of 398 | 8 | 4.8 | $1.5M | 55 | 5 |
| Roofing and gutters | 38 | #209 of 288 | 7 | 4.2 | $5.7M | 67 | Under 3 |
| Pet grooming and boarding | 38 | #286 of 387 | 9 | 5.4 | $1.3M | 52 | Under 3 |
| Child care and preschools | 37 | #340 of 454 | 10 | 6.0 | $508K | 51 | 9 |
| Real estate | 33 | #479 of 536 | 58 | 34.7 | Index only | 84 | 18 |
| Real estate agents and brokers | 28 | #515 of 533 | 52 | 31.1 | Index only | 74 | 14 |
| Laundromats | Not scored | Not scored | 4 | 2.4 | $7.2M | 57 | Under 3 |
| Tire shops | Not scored | Not scored | 4 | 2.4 | $4.4M | 175 | 4 |
| Barbershops | Not scored | Not scored | 3 | 1.8 | $4.8M | 255 | Under 3 |
| Electricians | Not scored | Not scored | 3 | 1.8 | $13.3M | 111 | 3 |
| Pet stores | Not scored | Not scored | 3 | 1.8 | $4M | 88 | Under 3 |
| Yoga, Pilates and fitness studios | Not scored | Not scored | 2 | 1.2 | $5.6M | Too few | 3 |
| Dry cleaners | Not scored | Not scored | 1 | 0.6 | $28.6M | Too few | Under 3 |
| Home inspectors | Not scored | Not scored | 1 | 0.6 | Index only | Too few | Under 3 |
| Oil change and quick lube | Not scored | Not scored | 1 | 0.6 | $17.6M | Too few | Under 3 |
| Martial arts and dance studios | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Mortgage brokers and lenders | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Pest control | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
| Urgent care and walk-in clinics | Not scored | Not scored | 0 | 0.0 | None listed | None listed | Under 3 |
Household spending in the Big Rapids area
What households here spend in a year on each line, in total and per household, with the index against the U.S. average (100).
| Spending line | A year, all households | Per household | Index vs. U.S. (100) |
|---|---|---|---|
| Vehicle maintenance and repairs | $17.6M | $1,051 | 110 |
| Gasoline and other fuels | $45.7M | $2,737 | 105 |
| Food away from home | $55.6M | $3,329 | 82 |
| Groceries | $92.7M | $5,551 | 88 |
| Personal care products and services | $14.4M | $864 | 86 |
| Child care and other personal services | $5.1M | $304 | 52 |
| Memberships, classes and admissions | $11.2M | $671 | 68 |
| Medical and dental services | $20.8M | $1,248 | 97 |
| Pets | $11.9M | $712 | 78 |
| Clothing, shoes and related services | $28.6M | $1,714 | 83 |
| Vehicle insurance | $27.9M | $1,669 | 85 |
| Home repairs, maintenance and insurance | $39.9M | $2,389 | 79 |
| Lawn care, cleaning and other household services | $18.1M | $1,084 | 77 |
| Rent and homeowner costs | $211.2M | $12,641 | 76 |
Household spending is estimated from the incomes of the households in each neighborhood, using what households at each income spent nationally in 2024, adjusted for the region. It counts what residents spend, wherever they spend it.
Population and households in the Big Rapids area
- Population, 2025 estimate
- 42,320+4.7% since 2020
- Households
- 16,708
- Median age
- 41.6
- Homes lived in by their owners
- 77%
- Vehicles per household
- 1.9
- Land area
- 555 sq. mi.
- People per square mile
- 74
- Median household income
- $60,951+35.4% vs. 2015–2019, before inflation
- Average household income
- $74,230
- Median home value
- $178,900
- Jobs located here
- 11,143
- Daytime population
- 38,247Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Big Rapids area?
These figures cover the whole small-town market. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the competitors on map listings by name and distance, for any of the 56 business types.
Or open the report at the center of the Big Rapids area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardRelated markets
Counties in the Big Rapids area 1
- Mecosta County, MI41,242 people
Other markets based in Michigan 12
- Detroit-Warren-Dearborn, MI metro area4,376,828 people
- Grand Rapids-Wyoming-Kentwood, MI metro area1,162,152 people
- Lansing-East Lansing, MI metro area472,669 people
- Flint, MI metro area403,305 people
- Ann Arbor, MI metro area369,822 people
- Kalamazoo-Portage, MI metro area262,375 people
- Saginaw, MI metro area188,665 people
- Muskegon-Norton Shores, MI metro area175,961 people
- Jackson, MI metro area160,060 people
- Monroe, MI metro area155,505 people
- Traverse City, MI metro area155,449 people
- Niles, MI metro area153,288 people
Questions
How fast is the Big Rapids, MI area growing?
Population estimates put the Big Rapids area at 42,320 people in 2025, up 4.7% since 2020, faster than the U.S. (+3.1%). It has 16,708 households. Against the 2015–2019 survey, median household income rose 35.4%, before inflation.
How much do households in the Big Rapids, MI area spend?
Households in the Big Rapids area spend about $211.2M a year on rent and homeowner costs, $92.7M on groceries and $55.6M on food away from home. Relative to the U.S., household spending in the Big Rapids area runs highest on vehicle maintenance and repairs (an index of 110, where 100 is the U.S. average) and lowest on child care and other personal services (52).
Which business types have the highest market scores in the Big Rapids, MI area?
Of the business types scored in the Big Rapids area, sit-down restaurants (74), HVAC and plumbing companies (73) and auto repair and car care businesses (73) have the highest Groundwork market scores. For sit-down restaurants, that ranks #48 of 538 scored small-town markets.
How does the Big Rapids, MI area compare with the U.S.?
Median household income in the Big Rapids area is $60,951, 25% below the U.S. median of $80,734. The population rose 4.7% from 2020 to 2025, against +3.1% for the U.S. The median home value is $178,900, against $332,700 for the U.S. Against the U.S., map listings per household run highest for car washes and detailers (58% above the U.S. rate) and lowest for spas and skin care studios (48% below the U.S. rate).
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. 43 of the 56 business types have a score in the Big Rapids area, each ranked against other small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Big Rapids area. It maps the competitors on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
All markets in Michigan · Every U.S. market · How we measure
Screening a site or an acquisition in the Big Rapids area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Big Rapids area. Signed out, you see a blurred preview; on an account, each report is one action.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.